© 2012 Net Media Planet 1

Harnessing mobile searchSri Sharma, Managing DirectorOctober 2012

A search and display specialist driving a step change in

performance

@srisharma | @netmediaplanet

Consumers using mobile

Data usage

Searching

Purchasing

Up x3 year on year

Up 130% year on year

Up 53% year on year

Source: UK Mobile Network; IgnitionOne; Centre for Retail Research (UK)

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Search performance varies by device

Source: Marin

Average cost per conversion by device

@srisharma | @netmediaplanet

• Communicate more effectively with mobile customers

• Drive measurable in-store sales

• Make mobile search work harder

@srisharma | @netmediaplanet

Communicate more effectively with mobile customers

Who is the mobile customer?

On the move At home On the high street

@srisharma | @netmediaplanet

Different but same

Simplicity Immediacy Context

Source: Forrester Research 2011

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Mobile customer map

Specific needs

Device

Location Time

Customer

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Improving Conversion

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Specific needs

Device

Location Time

Customer

Click-to-Call:• Leads increased x26

• Conversion rate up x2.2

@srisharma | @netmediaplanet

Improving ConversionSpecific needs

Device

Location Time

Customer

Consider

• Tap into the true customer mindset

• Provide Immediacy on smart phones - Use Sitelinks to reduce user journey, ‘Call to actions’ and Click to Call

• Consumers are more likely to click if they know they are being taken to a mobile site

• Refer to ‘visit our mobile site’ and m.yoursite.com to increase CTR

• Preview ads on a phone/tablet as Google preview tool doesn’t show full format

@srisharma | @netmediaplanet

Drive measurable in-store sales

Google Offers

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Key features

• It’s an extension format

• Offer extension replaces sitelinks

• Can redeem in-store/online

• Can choose barcode or discount code

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Approach

• Use Google Offers to create measurability

• Radius targeting selected stores

• Offer customers a barcode, mobile QR code or discount code

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@srisharma | @netmediaplanet

Consider

• Offer affiliates trackable vouchers to drive in-store sales

• Geo-target urban areas using Google Offers to encourage footfall in-store

• This is early stage leading to NFC ...the innovator wins

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Make mobile search work harder - 5 tips

Tip 1: Positional strategy needs to be different by device

CTR CTR

Average position Average position

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Tip 2: Manage your mobile adspend effectively this Christmas

27.5% of December’s mobile sales occurred between 25th and 30th December

Source: Net Media Planet (retail Q4 2011)

December 2011

Mobile sales

@srisharma | @netmediaplanet

Tip 3: Keep refining keywords• Datamine and exclude ‘store location’ keywords (40%

searches are local)

• Test new campaign level near exact feature

• Test keyword tools:

• Google keyword tool for mobile

• tools.seobook.com/spelling/keywords - typos generator

• Rapidkeyword.com - permutations and combinations

• Ubersuggest.com - taps into Google Suggests and other sources

• Socialmention.com - social monitoring for current keyword research

• Youtube.com/keyword_tool - tap into video search keywords

@srisharma | @netmediaplanet

Tip 4: Target by device to improve ROI

Tablet sales (indexed)

Hours

55% of tablet sales happen in the home

Source: Net Media Planet - Retail

@srisharma | @netmediaplanet

Tip 5: Drive brand awareness cost effectively using mobile generics

@srisharma | @netmediaplanet

Top 3 Takeaways

• Communicate more effectively with your mobile customers

• Make mobile search work harder

• Innovate and drive measurable in-store sales

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Thank youDo you have any questions?Twitter@netmediaplanet @srisharma

Blog:http://www.netmediaplanet.com/blog